Threads just crossed 400 million monthly users. That milestone puts Meta’s text-first platform firmly in the spotlight, and back into the comparison game with X (formerly Twitter), with its 1.5 billion monthly users.

The two platforms started from the same premise: short-form, text-driven updates that fuel cultural conversations. But two years into Threads’ existence, the divergence is clear.

Threads

On Threads, growth has been driven by integration and safety. Meta made the app frictionless to adopt by linking it with Instagram, while leaning into a calmer, less toxic community. For many users, especially brands and creators, Threads feels like a cleaner slate. Pair that with steady feature rollouts and you’ve got a platform that’s playing the long game on credibility. Brands like National Geographic, Marvel, and Wendy’s have committed to the platform and have earned hundreds of thousands to millions of followers.

Latest innovations:

• 10,000-character posts: As of last week, you can now embed long-form text blocks (up to 10K characters) right under a post, with formatting like bold, italics, underline, and clickable links.
• Account status dashboard + video ads: Users can now see if content was removed, deprioritized, or penalized, and appeal if needed. Meta is also testing native video ads in feeds between posts.
• Spoiler-hiding: A simple blur tool allows users to hide text or images behind spoiler blocks, ideal for hashtag-friendly content or respectful pop culture discussions. 

X (Formerly Twitter)

X, meanwhile, is leaning into chaos as culture. Under Musk, the platform doubled down on unfiltered discourse, algorithmic volatility, and direct-to-audience updates from celebrities, politicians, and brands who thrive in the spotlight. For all the headlines about instability, X remains the go-to arena for breaking news and real-time reaction. Its stickiness comes from urgency; people still show up when something is happening in real time.

Latest innovations:

• Grok AI & image/video generation: X’s in-house AI, Grok, now powers AI-generated summaries, Stories, and even autonomous image/video generation
• XChat: encrypted, vanishing DMs + audio/video calls: X now offers secure, encrypted private messaging, disappearing messages, full file support, and audio/video calls. However, some features are gated behind subscription tiers.
• Expansion into payments: X is preparing to roll out digital wallets, payments via Visa, investment features, and aiming to become an “everything-app”.
  

TL;DR

So what does this mean for brands? Stay on strategy. Threads is the space to build a sustainable presence, earn trust, and test community-driven content. X is where you go for tentpole events, rapid response, and bold takes that thrive on speed.

Threads may be winning on user growth, but the real opportunity is knowing how and when to play in both arenas.